| Title |
Framework for evaluating the relationship between the omnichannel online sales approach and performance outcome in the case of niche products / |
| Authors |
Urbaitytė, Viktorija ; Ulbinaitė, Aurelija |
| DOI |
10.3846/bm.2020.563 |
| ISBN |
9786094762314 |
| eISBN |
9786094762307 |
| Full Text |
|
| Is Part of |
Business and management 2020 : 11th international scientific conference, May 7–8, 2020, Vilnius, Lithuania.. Vilnius : VGTU Press, 2020. p. 302-315.. ISSN 2029-4441. eISSN 2029-929X. ISBN 9786094762314. eISBN 9786094762307 |
| Keywords [eng] |
Omnichannel online sales approach ; performance outcome ; financial criteria ; customer satisfaction ; customer loyalty ; niche product |
| Abstract [eng] |
Transformation from electronic commerce business model to social commerce business model empowered manufacturers of niche products to start retail businesses which are operating solely online. The selection of an online sales approach is a part of the online sales process which determines how end customers will be reached. Moreover, the online sales approach determines performance outcome, hence, this selection should be done after meticulous evaluation. This research, after a systematic comparative analysis of the academic literature, explores the omnichannel online sales approach and its Relationship with performance outcome in the case of niche products and proposes a theoretical framework for the evaluation of this relationship. The theoretical framework includes financial and qualitative (customer satisfaction and customer loyalty) criteria which allow to evaluate performance outcome created by the omnichannel online sales approach in a holistic way. The performance outcome evaluation results can be used in the decision-making process when deciding whether the chosen omnichannel online sales approach meets the expectations of a business and its customers. |
| Published |
Vilnius : VGTU Press, 2020 |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2020 |
| CC license |
|
